Eagle Creek is seeking European sales expansion of 20 percent per year for the next five years on the back of a global face-lift, increased marketing investments and a stronger focus on Europe. The travel and outdoor brand’s European sales reached about €12 million last year, amounting to roughly 25 percent of its entire turnover. It will continue to concentrate on outdoor retailers, which make up 90 percent of its European business. While Eagle Creek is already distributed in nearly all European markets, it should benefit from a hike in marketing spend to about 7.5 percent of its sales this year, to accompany the change of its logo and many other initiatives to energize the brand.